By: Travis Hutton
For doctors, lawyers, and other licensed professionals, trust is crucial. A single negative search result can influence a client’s decision, while a well-placed article may help foster trust. That’s why many professionals in healthcare and law turn to media—not just for visibility, but as a way to help establish their credibility. It’s about being recognized as a knowledgeable professional—not solely relying on marketing efforts.
Why Expertise Alone May Not Be Enough
Even the most skilled professionals might not stand out if they lack a solid online presence. Patients and clients often search online before making decisions. If the only thing that appears is a directory listing or an outdated review, this absence of a fuller profile could potentially create some hesitation.
A 2023 BrightLocal survey found that 87% of consumers read online content before selecting a professional service provider. While reviews can be important, media mentions can sometimes have more influence. A well-crafted article or feature interview can position a medical or legal expert as someone viewed positively within their industry—not just the local professional down the street.
Credibility Begins With Visibility
Credibility-first media is distinct from traditional ads or personal branding content. It tends to focus on sharing insights, addressing general questions, and showcasing professional knowledge instead of personal style.
For example, a dermatology specialist wrote an article about new FDA-approved treatments for adult acne. The article was picked up by a regional health publication, and, over time, there seemed to be an increase in referrals. While the article didn’t directly promote a service, it provided information that may have helped in building some level of trust with potential patients.
Legal Professionals Are Using a Similar Approach
Lawyers, particularly those in family law, personal injury, or corporate litigation, face similar challenges. Clients want someone they feel they can trust, and this often begins with how the lawyer communicates their expertise to the public.
A family lawyer in Denver was interviewed by a local outlet about common misconceptions surrounding custody agreements. His clear, straightforward answers were shared widely in legal Facebook groups and online forums. This interview led to what appeared to be an increase in consult requests over a brief period. This example suggests that providing transparent, accessible information may assist in establishing a lawyer’s credibility in their field.
Hermes Wire Helps Professionals Shape Their Public Image
Professionals looking to manage their public image are turning to Hermes Wire. Founded in 2023, Hermes Wire assists doctors, lawyers, and other experts in sharing their insights and milestones with trusted media outlets. Whether publishing an op-ed, announcing an award, or discussing new findings, Hermes Wire focuses on clarity and professionalism—not hype.
By utilizing media opportunities, professionals can potentially highlight their expertise, allowing them to gain some confidence with future clients and referral partners.
Long-Term Value of Credibility Media
Unlike traditional advertisements, credibility-first media tends to have lasting effects. It becomes a part of a professional’s story and gives future patients or clients something valuable when they search for the professional’s name. It may provide answers to their questions before they even reach out.
Media mentions can also support referrals. When someone recommends a professional, a quick search might show articles or interviews that could provide additional reassurance to the person considering their services.
In high-trust professions like law and healthcare, this type of media exposure can help build and maintain client confidence over time.
Medical and legal professionals are typically not focused on generating clicks—they are more concerned with strengthening their reputation. Credibility-first media offers a way to show expertise, explain processes, and establish a trustworthy reputation—one well-crafted article at a time.
Published by Stephanie M.
